Adolescent Processing of Social and Physical Threat Communications

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Abstract
Using the predictions of the ordered protection motivation model (OPM), the authors examined 371 adolescents' reactions to physical and social threat appeals in drug prevention public service announcements. Sensation seeking was also included in the experiment and analysis. In support of the notion that the social implications of a response to a threat message influence the message's effectiveness, social threat communications were more persuasive than physical threat communications. Sensation seeking emerged as an important variable moderating response to threat communications, supporting the argument that responses may be due to factors other than the communication itself. In contrast to the argument that fear arousal is a prerequisite for effective response to threat messages, the authors found fear arousal unnecessary for persuasion to occur. The implications of the findings for the effectiveness of public service announcements are discussed.

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